Best Pinterest Marketing Strategy in 2023

In the oversaturated pool of social media platforms, many businesses are in fierce competition with one another to appear on feeds, in front of consumers. Many need to spend a hefty sum of their marketing budgets in order to break the static of memes and family and friends content. 

But this isn’t the case with Pinterest marketing. 

Pinterest presents businesses with a whole new way of marketing and has become an instant hit with millions of marketers. According to Pinterest Statistics, 87% of Pinterest users have made a purchase because of the platform. In addition 93% of Pinterest users are using the platform to help inform their future purchases. 

Using Pinterest for marketing works well for established and growing brands. But how can you master Pinterest for business and create an effective Pinterest marketing strategy for 2022? 

Let’s start with the basics.

Source: Katie Grazer Youtube Channel

What is Pinterest?

Pinterest is a social media platform where users explore, share and store visual content they find inspiring, helpful or entertaining. 

Pinterest users Pin their chosen content to boards with a common theme to keep content organised; this helps others discover relevant content to their own interests. Pinterest is a particularly popular social platform for GenZ and has over 400 million monthly active users. It boasts content of every type from infographics to recipes to home decor to the latest fashion trends. Whatever you’re looking for, Pinterest probably has you covered. 

Pinterests boards can either be private, public or collaborative. An incredibly popular feature of the platform is the Pinterest Lens, which allows users to point the Pinterest camera at an item and a related inspiration will pop up. 

Pinterest also has a shop tab that comes with the Pinterest Lens. Every Lens capture lands you on product pins that redirect you to commercial sites for purchase.

Benefits of Using Pinterest for marketing

It is beneficial to businesses to have a Pinterest marketing plan as the platform is great at converting audiences of various demographics. Although particularly popular among females, it targets a wide variety of ages. We’ve compiled a list of the top tips to optimise your Pinterest marketing efforts.

Distribute your content

Around 85% of Pinterest users prefer visual content. This means Pinterest is a strong place to distribute all types of content, including written blogs; users can click-through to live links. 

On Pinterest, you can save and distribute your content in a Pinterest board, from which your followers can explore and share content. You can have as many boards as you want, all organised into themes, ideas, plans and inspiration to make it easy for your audience to find the content they’re looking for.

Build a community

The internet brings together like-minded people to create communities that act as hubs for businesses. A Pinterest community will interact with your boards, consume content and direct themselves to your website, helping to increase traffic. 

Using your Pinterest boards as an engagement tool will help you build a loyal community of Pinners, who may turn into customers.

Pinterest accounts can be promoted across other platforms, so if you have a prominent community on another platform, you can encourage them to check out your Pinterest.

You can also be discovered by using keywords and hashtags in your posts, or as Pinterest influencers to repost some of your content in order to increase reach and awareness. 

Pinterest offers a business account where you can create and pay for ads to appear across the platform.

Educate customers

Pinterest is a great platform to add value to your customers by providing tips, tricks and trend information in a creative and engaging way. However, when creating content, make sure you keep your target audience and customers in mind. 

You need to ensure your Pinterest content continues your branding across other social platforms. You want to keep the same colour schemes and tone of voice to give customers continuity. To help you do this and provide content your Pinterest audience will want to see, it’s good to create buyer personas for Pinterest users. While many of your followers may also follow your other social channels, users interact with Pinterest differently. 

To create these you could: survey your current followers and customers asking for feedback on what they want from your business on Pinterest, analyse what your competitors are doing well or poorly to come up with new ideas for your own content or view boards of your followers to help you further understand who your Pinterest audience is.

Drive web traffic and boost sales online

Pinterest allows you to link your visual content directly to your website, allowing you to share both written and visual content and direct users to your website in the process. This feature is a beneficial addition to your Pinterest marketing strategy as it can help boost online sales. 

You could share an inspiration board on Pinterest that includes a mix of your own products and aspirational lifestyle content, or something else aspirational relating to your brand. For example, if you are a beauty brand, you could share your products intermixed with catwalk looks.  

Creating a Pinterest marketing strategy 2021

Create a business account

Creating a free Pinterest business account will provide you with access to Pinterest Analytics and other marketing features such as a profile that states you’re a business, Pinterest widgets and a Pinterest tag. 

If you already have a Pinterest account, you can easily convert to a business account without losing any of your previous boards or followers.

Share content in the right categories

By sharing your content in relevant categories, your pins and boards will be searchable for users looking for content similar to your brand’s. Users are able to search for specific categories on the platform or visit the “Categories” section on any profile to view all content related to that topic.

Share unique content

One of the best features of Pinterest is that you can share a variety of content on the platform. This means you are able to create content that will really make you stand out from the crowd. Make unique content that engages audiences and promotes your brand. 

75% of Pinterest users say they’re likely to watch branded videos about topics that interest them, so branded content works well on the platform. However, make sure to use branded images without faces as these received 23% more pins than those with faces.

Leverage keywords and hashtags

Using keywords throughout your profile, posts, pins and boards will increase your chances of appearing in users’ feeds organically. Keywords are related to specific niches being searched by users. For example, if you sell fashion accessories, you’ll want to keyword things like “summer fashion” or “fashion trends”. 

Hashtags are another great way to organically reach your target audience. Hashtags work on Pinterest the same way they do on all other platforms and can make your content search-friendly. 

On Pinterest, hashtags are used to help users identify relevant pins to their searches. When users click on a hashtag you include on a Pins, they’re brought to a page in which they can view all content ever posted on the platform tagged with that specific hashtag.

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